The Body Shop operates over 2,500 stores worldwide selling cosmetics and body care products. It was founded in 1976 and is now part owned by L'Oreal. The Body Shop started operations in Pakistan in 2006 and operates in four major cities. It uses natural ingredients and is against animal testing. To increase sales in Pakistan, the Body Shop should launch TV advertisements, educate customers on product uses, expand to more cities, offer marketing campaigns and discounts to attract a broader customer base. Feedback on this summary is welcome.

1. Presenter:
Muhammad Saad Mazhar

2. Introduction
• The Body Shop has a range consisting of 1,200 products, including
cosmetics and make-up in its 2,500 franchised stores in 61 countries.
• Founded in 1976 by Anita Roddick and is now part owned by parent
company L’Oreal corporate group.
• Started their operations in Pakistan by 2006.
• Operating in four major cities of pakistan.

4. Industry Description:
• Historical Development
• Current Status
• Major Competitors
• Political and Legal Challenges

5. Continues…..
• Major Markets
• Major Suppliers

7. Description of Firm
• Ethical beauty brand, with over 2,500 stores in over
60 markets worldwide.
• Against animal testing
• Their charitable foundation
• Trade fairly
• Five core Values: (Support Community Fair Trade,
Defend Human Rights, Against Animal Testing,
Activate Self-Esteem, and Protect their Planet.)

9. Future Outlook:

10. SWOT Analysis

11. Threats and Opportunities:
• Frequent Power
Outages
• Rising Competition
• Import Restrictions
• Predilection of
people to like
foreign/exotic
brands.
• Economic
Development in
Pakistan

12. Mission Statement
• We've believed in this for years and we still do. While doing
business we always strive to protect this beautiful planet and
the people who depend on it. We don't do it this way because
it's fashionable. We do it because, to us, it's the only way.

13. Statistical Information of the
Body Shop Pakistan

14. Size:
• More than 20 outlets within Pakistan
• Offer products ranging from bath and body care, Gifts, Hand
care, Skin Care, Make up, Fragrance, Men Fairness products.

15. Market Share:

16. Sales Volume:

17. Continues…..

18. Micro Environment
• Customers
• Competitors
• Market Intermediaries
• Publics

19. Macro Environment
• Demographics
• Natural
• Economic
• Political/ Legal
• Cultural
• Technological

20. Description of the Firm’s
Marketing Strategy:
• They apply various marketing strategies at different stages of
any product (product life cycle)

21. Selection of Target Market
served

22. Buying Behavior of Target Market: (In
Islamabad Centaurus Outlet)

23. Continues….
• What buying decisions are made?
• Who participates in the buying decision?
• Major Influences on decision making
• Nature of Decision Making Process

24. Development of Marketing Mix
to serve the Target Market:
• Product classifications:

25. Bath and Body

26. Skin Care

27. Make-up

28. Hair:

29. Fragrance:

30. For Men

31. Packaging/labeling/branding
decisions

32. New Product Development
Process:

33. Discussion of Price

34. Continues…..
• Pricing policies/ objectives and strategies
• Influences on price determination
• Product Mix Pricing Strategies
• Price Adjustment Strategies

35. Discussion of Place:

36. Nature of distribution channel
chosen:
Physical Distribution Decisions:
• Transportation
• Inventory
• Warehouses
• Whole sale/ retail Decisions:

37. Advertisement:

38. Discussion of Promotion:
• Promotion Policies:
• Against Animal Testing:
• Making up their products with natural ingredients:

40. Continues……
• Sales Promotion
• Personal Selling
• Public relations

41. Contemporaryissues of the bodyshop:
(Article #1) Summary:
• FUELLING CONSUMPTION AT THE EARTH'S EXPENSE
• MISLEADING THE PUBLIC
• LOW PAY AND AGAINST UNIONS
• EXPLOITING INDIGENOUS PEOPLES
• CENSORSHIP

42. TheBodyShopandTomsofMaine:StillCruelty-
Free(Article2)
• After the take over of Lo’real Paris are they still cruelty free.
• It seems that they lost their competitive edge of producing
quality products made up with natural ingredients.

43. BodyshopproductsinChineseairportsatriskof
animaltesting,sayschoice:(Article3)
• Ethical Cosmetic company The Body Shop is selling its
products in Chinese airports
• While animal testing of cosmetics is still allowed in most
countries, china is the only country that actually requires it.

44. Article#4:RapforBodyShopandLushoverethics
claims:Shopscriticizedforimplyingsomecosmeticsare
stilltestedonanimalsdespitebanintroducedlastyear
• The Body Shop and Lush have been criticized for implying
some cosmetics are still tested on animals.
• The body shop refuted all the imputations.

45. TheBodyShopadvocateshealthynormsofbeautywithan
emotional“UnnaturalBeauty”spot(Article#5)
• The Body Shop Malaysia follows in the footsteps of Dove in
the real-beauty storytelling
• This campaign resonates with our core value of “Activate Self
Esteem” which has always been at the heart of what we do,”
says the site.

46. Firm’s Marketing Management
Activities:
• What is the Assessment of the relative success of the firm’s
ability to develop and maintain positive relationships with its
customers as well as other forces in its micro and macro
environment?
• What are the recommendations for improvement with
supporting rationale?

47. Recommendations to The Body
Shop Pakistan:
• Launch their TV Advertisement with the aim to aware the market
about their products and usages.
• Emphasize the product specifications to the customers for the
purpose of telling the market, which product would best for their
skin.
• They should target more cities to sell their products.
• Organizing marketing campaigns would definitely help the body
shop to take off their venture in Pakistan.
• They must offer significant discounts so as to change the perception
of the market that they are only targeting the elite of the country.

48. Feedback is welcome